Ciencias Sociales
Permanent URI for this collectionhttps://hdl.handle.net/11285/582997
Pertenecen a esta colección Tesis y Trabajos de grado de los Doctorados correspondientes a las Escuelas de Gobierno y Transformación Pública, Humanidades y Educación, Arquitectura y Diseño, Negocios y EGADE Business School.
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- Sustainable style: the impact of sustainable strategies on brand image, perceived value and purchase intention(Instituto Tecnológico y de Estudios Superiores de Monterrey, 2024-11-28) Arévalo Luna, Martha Isabel; Trujillo León, María Andrea; dnbmserna; Carrete Lucero, Lorena de la Paz; EGADE Business School; Campus Santa Fe; Vera Martínez, Jorge Luis GracianoThe fast fashion industry, a hallmark of affordability and rapid trends, faces mounting criticism for its environmental impact. In response, brands are exploring sustainable strategies to meet consumer demands for accountability and responsibility. This thesis investigates the effects of three sustainable strategies—renting a new clothing collection, buying a sustainable collection (clothing made with sustainable materials) and renting a sustainable collection—on Green Brand Image (GBI), Perceived Value (PV), and Purchase Intention (PI). Grounded in Signaling Theory, the study investigates whether Green Consumer Profiles (GCPs) moderate the effects of sustainable strategies on consumer perceptions and behavioral intentions. An experimental design involving 800 Mexican consumers reveals nuanced insights into the efficacy of these strategies. Renting sustainable collections emerges as a powerful driver of Green Brand Image, positioning brands as credible leaders in environmental stewardship. Conversely, buying sustainable collections demonstrates a stronger influence on PV and PI, emphasizing the enduring emotional and practical appeal of ownership over rental models. Notably, the analysis indicates that GCPs exert limited moderating effects, suggesting that sustainable strategies can achieve broad market appeal without relying on narrowly targeted campaigns. This research advances theoretical understanding by extending Signaling Theory to operational sustainability practices within the fast fashion context, addressing gaps in how these strategies influence consumer perceptions. Furthermore, the comparative analysis of renting and purchasing sustainable products provides actionable insights for brands seeking to balance affordability, accessibility, and sustainability. By aligning environmental initiatives with consumer expectations, fashion companies can navigate the growing demand for responsible consumption while maintaining competitive relevance.
- Impact of ESG Scores on Stock Returns: studies looking into the COVID-19 Pandemic, ESG Momentum, Region & Firm Size(Instituto Tecnológico y de Estudios Superiores de Monterrey, 2024-11-27) Escobar Saldívar, Luis Jacob; Santillán Salgado, Roberto Joaquín; emimmayorquin; Saucedo de la Fuente, Eduardo; Amorós Espinosa, José Ernesto; EGADE Business School; Campus Monterrey; Villarreal Samaniego, DacioThe question of whether a socially responsible company is inherently more profitable, or if being a responsible corporate citizen negatively affects financial performance, has been a matter of enduring interest. The literature contains arguments both in favor and against the impact of Environmental, Social, and Governance (ESG) scores on a firm’s stock returns, as a measure of financial performance. Empirical reports attempting to disentangle these effects show mixed results. All the studies in this dissertation tackle this question and are consistent with the segment of the literature that finds a negative relationship between ESG and stock returns. However, each study digs deeper into this relationship contributing with a contrast between ESG and ESG Momentum, a comprehensive analysis of ESG and its components across regions and firm sizes, and an analysis of ESG’s impact during the COVID-19 pandemic. Return and its related volatility are the central elements that define an investment, and the suitable balance between these two variables is contingent upon each investor profile. Chapter 2 aims to explore the relationship between ESG ratings and the change in ESG scores, or ESG Momentum, concerning both returns and risk of a sample of 3,856 stocks traded on U.S. exchanges. The analysis employs a dataset spanning 20 years of quarterly information, from December 2002 to December 2022. We applied multi-factor models and tested them through pooled ordinary, fixed effects, and random effects panel regression methods. The main implication of our findings is that while high ESG scores are associated with lower stock returns in the long run, an improvement in a company’s ESG score tends to yield immediate positive returns. So, the primary contribution of this research lies in the revelation that ESG Momentum has a significant positive impact on stock returns. This might explain why the literature has some mixed results, since some of them could confound the effects of ESG scores and ESG Momentum. A longstanding debate in finance centers on whether social responsibility has an influence on a firm’s long-term profitability. The study in Chapter 3 aims to provide a broad viewpoint of the relationship between ESG, its individual components, and stock returns. It examines time-entity observations from December 2014 to December 2023 for European and US companies, applying panel regression models to analyze the data collectively, by region, and by firm size. The findings consistently reveal a negative relationship between ESG ratings, their individual components, and stock returns, which we attribute to both risk reduction from social responsibility and decreased profitability due to the associated costs of ESG policies implementation. ESG and its individual pillars’ coefficients used as explanatory variables of stock returns are significant in most cases, with some exceptions for the governance and environmental pillars. In the case of the environmental pillar, the results reveal it has a stronger influence in Europe, across firm sizes while, in the US that influence is observed among larger companies only. In the case of governance, the observed variations are consistent with the argument of different ownership structures across regions, and evolving investor concerns as firms grow, with the influence being stronger in Midcaps of both regions and in US Large Caps. The study in Chapter 4 analyzes the relationship of firm-level Environmental, Social and Governance (ESG) scores and stock returns from a worldwide database of the automotive industry. It measures the significance of the ESG and Corporate Financial Performance (CFP) relationship during the last decade and includes a comparison of those firms with different levels of ESG scores, as well as between firms with ESG scores and firms that lack such scores. A quasi-experimental difference-in-differences (DID) design, and panel data regressions are estimated to examine the impact of ESG scores and ESG Combined (ESGC1) scores on firms’ stock returns before and during the COVID-19 pandemic period. The results suggest that sustainable policies during the pandemic lessened stock returns, as evidenced by the negative coefficients of the ESGC and ESG scores. The interaction terms of ESGC and ESG with firm size had a positive relationship with stock returns during the pandemic. Thus, larger firms’ returns benefited from higher ESG scores during the COVID-19 crisis. This research in the context of the COVID-19 sanitary emergency is an original contribution to the literature on the ESG-CFP relationship.
- Market reactions to North American economic indicators: comparison of the financial crisis versus the COVID 19 crisis(Instituto Tecnológico y de Estudios Superiores de Monterrey, 2024-11-13) Agatón Lombera, Dante Iván; Núñez Mora, José Antonio; López Cabrera, Jesús Antonio; Amorós Espinosa, José Ernesto; EGADE Business School; Campus Ciudad de México; Cerecedo Hernández, DanielThis paper presents a comparative analysis of the impact of economic crises on the development of financial markets, focusing on the United States and specifically on the 2008 global financial crisis and the COVID-19 pandemic. It is divided into four chapters that examine the nature, causes, consequences, and responses to such crises. The first chapter establishes a replicable methodology for analyzing the impact of crises at the micro- and macro-temporal levels, focusing on the subprime and COVID-19 crises. The second chapter examines the nature and causes of economic crises, highlighting the importance of identifying patterns and trends to prevent future crises. The need for supervision and regulation to address vulnerabilities in the financial system is emphasized. The third chapter defines relevant financial indicators and reviews previous studies to better understand the impact of crises on these indicators, providing guidance for investors, regulators, and policymakers. A comparative analysis of the subprime and COVID-19 financial and health crises in the United States reveals notable differences in their impact on financial indicators and the broader economy. The subprime crisis triggered a climate of financial panic, with high volatility and a marked decline in the valuation of financial indices, affecting both aggregate supply and demand. In contrast, the COVID-19 crisis generated turbulence in the markets, albeit to a lesser extent, focusing mainly on aggregate supply due to supply chain disruptions and production constraints. These results highlight the importance of understanding the specificities of each crisis in order to adopt effective public policies that promote financial and economic stability. In terms of policies, it recommends the implementation of flexible and adaptive strategies that address the specific needs of each crisis, including measures to promote economic growth and improve consumer confidence. It also emphasizes the need for stabilization policies that counteract adverse effects on aggregate supply and demand, maintain macroeconomic stability, and promote an environment conducive to long-term investment and development. These approaches can help mitigate the adverse effects of future crises by strengthening the economy's ability to withstand and recover from economic and financial shocks. Finally, the fourth chapter proposes a methodology for analyzing financial returns during crises, facilitating a quantitative assessment of the impact of specific market events. The paper concludes that economic crises, such as the 2008 and COVID-19 crises, pose significant challenges for firms and workers, exacerbate financial insecurity, and highlight the need for inclusive and equitable policies. It also underlines the importance of flexible and adaptive economic policies, as well as a detailed assessment of the impact of crises on financial markets, to promote long-term economic and financial stability. The findings of this analysis offer valuable insights for decision-making in both investment and economic policy. It is evident that the effective management of the risks associated with crises is of paramount importance in order to mitigate their adverse impacts and to facilitate the sustainable economic and social recovery that is so crucial for the future of any nation.
- Machine learning analysis of antiretroviral procurement strategies in the Mexican government(Instituto Tecnológico y de Estudios Superiores de Monterrey, 2024-11-27) Blanca Iveth Mayorga Basurto; Nuñez Mora, José Antonio; emimmayorquin; Moncada Freire, Galo José; Fuentes Castro, Hugo Javier; Carrasco Acevedo, Guillermo; Amorós Espinosa, José Ernesto; EGADE Business School; Campus Ciudad de México; León Alvarado, Martha AngélicaThis dissertation investigates trends in antiretroviral medication (ARV) prices and their impact on public health in Mexico during 2019. The study leverages a dataset comprising 15,220 procurement records collected between 2016 and 2019 to analyze price fluctuations and predict their implications for healthcare systems. Using machine learning models developed in Python-Logistic Regression, Ramdom Forest, and K-Nearest Neighbors (KNN)-this research identifies patterns of increasing and decreasing prices and the factors influencing these trends. The data preprocessing phase involved extensive cleaning, imputation of missing values, feature scaling, and one-hot encoding to handle categorical variables. The dataset was partitioned into training and testing sets using an 80/20 split, ensuring robust validation. Hyperparameter optimization techniques, including grid search and cross-validation, were applied to enhance model performance. The integration of ensemble methods, as exemplified by Ramdom Forest, enabled the capture of complex, non-linear relationships between variables, a critical advantage over simpler models. KNN provided complementary insights into local price clusters, while Logistic Regression offered interpretable coefficients for key predictors. In addition to predictive modeling, the study incorporates a financial evaluation of ARV price fluctuations, estimating the budgetary impact on public health systems. Consolidated purchasing schemes were found to yield significant cost reductions, enhancing access to ARVs for individuals living with HIV/AIDS. A unified ARV pricing database was developed, integrating fragmented data from government procurement systems, ensuring transparency and facilitating reproducibility in future research. This research underscores the transformative potential of data-driven approaches in optimizing pharmaceutical procurement. It highlights the necessity of leveraging machine learning techniques not only for predictive analytics but also for informed decision-making in public health policy.
- Social innovation processes in dignity-centered organizations: evidence from hybrid and indigenous enterprises(Instituto Tecnológico y de Estudios Superiores de Monterrey, 2024-11-14) Islas Calderón, Selene; Guerra Leal, Eva María; emipsanchez; Quintanilla Domínguez, Claudia María; López Lira Arjona, Alfonso; Amorós Espinosa, José Ernesto; EGADE Business School; Campus MonterreyThe social and environmental issues that humanity is currently facing demand solutions that challenge current organizational practices. Such practices have also been blamed for increasing some of these problems, and different stakeholders are more strongly demanding that organizations seek different, more innovative approaches to sustainability, wellbeing and the generation of profits. One of the approaches that is gaining tremendous attentions is social innovation. However, this concept has also different approaches and scholar are still looking for frameworks that foster more social inclusion and enhance well-being. In this sense, the concepts of dignity and dignity-centered organizations have recently gained traction as a form of organizing that prioritizes the inherent worth of individuals, offering pathways to human flourishing. This new form of organizing may constitute a social innovation that is based on the principle of dignity. How these concepts intersect to generate processes that shape effective organizational practices and generate positive societal outcomes is a literature gap worth exploring and with important implications for managerial practices. The first study emphasizes the central role of dignity in shaping social innovation process. Humanistic management theory constitutes a promising framework that provides a different, more-human approach to how a social innovation generates and consolidates. The authors examined four Indigenous enterprises in Latin America and proposed a four-stage process of social innovation (origin, mobilization, execution, and integration) based on a four-case qualitative study that explores how the notions of dignity and humanistic management practices are present at every stage of the social innovation process. This study is one of the first to explore the relationship between humanistic management principles, dignity, and social innovation processes, a literature gap with important praxeological implications.
- Understanding the factors that affect the adoption of sustainable entrepreneurship(Instituto Tecnológico y de Estudios Superiores de Monterrey, 2024-11-13) Rojas Cruz, Lilia Raquel; Husted Corregan, Bryan William; emipsanchez; Aguiñaga Maldonado, Eudardo Enrique; Amorós Espinosa, José Ernesto; EGADE Business School; Campus MonterreyThe urgency of grand challenges such as climate change, resource depletion, and social injustice has generated a call for action, leading governments, markets, businesses, and individuals to adopt more sustainable practices and policies. The recognition of entrepreneurship as a solution— rather than a contributor to these issues— has given rise to sustainable entrepreneurship. Although academic interest in this field has grown in recent years, there is still much to learn about the nature of sustainable entrepreneurship in theory and practice. The present dissertation provides a new and broad approach to elements that influence the adoption of sustainable entrepreneurship. Three empirical studies were conducted to examine how microlevel (motivations, intentions, and competencies) and macro-level (state fragility, economic development, and culture) aspects are related to sustainable entrepreneurship. The first study investigates the relationship between entrepreneurial competencies—self-efficacy and social capital—and sustainable entrepreneurship, focusing on how these competencies influence entrepreneurial motivations. The results reveal that opportunity- and necessity-driven entrepreneurship positively affect sustainable entrepreneurship. Moreover, entrepreneurial motivation positively mediates the relationship between self-efficacy and sustainable entrepreneurship. The second study examines the interaction between state fragility, economic development, and sustainable entrepreneurship, focusing on how entrepreneurial motivations, such as opportunity and necessity entrepreneurship, influence this relationship. Findings suggest that state fragility positively affects sustainable entrepreneurship. Additionally, necessity and opportunity entrepreneurship fully mediate the relationship between state fragility and sustainable entrepreneurship. Finally, the third study aims to understand how the elements of the theory of planned behavior (TPB) influence sustainable entrepreneurial intentions and examine the moderating effects of Hofstede's cultural dimensions. The research focuses on Mexico and the USA, utilizing cross-sectional survey data and employing hierarchical linear modeling (HLM) with cross-level interactions to test the hypotheses. The findings suggest that long-term orientation positively moderates the relationship between individual-level attitudes toward sustainable entrepreneurship and sustainable entrepreneurial intentions. In contrast, masculinity negatively moderates the relationship between attitudes and intentions. Together, these studies comprehensively analyze the multilevel factors driving sustainable entrepreneurship. These findings theoretically and practically contribute to the field of sustainable entrepreneurship.
- European option pricing on day-ahead electricity prices: the mexican wholesale electricity market case(Instituto Tecnológico y de Estudios Superiores de Monterrey, 2024-11-28) Ramírez García, Alfredo; Saucedo de la Fuente, Eduardo; emipsanchez; Núñez Mora, José Antonio; Amorós Espinosa, José; Contreras Valdez, Mario Iván; Escuela de Graduados en Administración y Dirección de Empresas; Campus Ciudad de MéxicoThe present research proposes a novel European option pricing model with the day-ahead electricity price as an underlying asset which could be implemented as the first day-ahead electricity price hedging financial instrument in the Wholesale Electricity Market (MEM). Therefore, this work represents an essential contribution to the MEM's development since, according to Roy and Basu (2020), MEM should be considered an emerging electricity market owing to its small number of participants, and hedging financial instruments, such as futures or options, cannot be acquired. Hence having an instrument of this kind would allow market participants to implement better risk management strategies to hedge day-ahead electricity price volatility to prevent financial losses. This work is divided into five chapters; each concerns a different component of the proposed model. In Chapter 1, the main characteristics of the MEM, as well as a review of the operating rules that are most closely related to the design of the proposed financial instrument, as well as a general context of the MEM and the growth initiatives proposed by the Mexican government, are described. In Chapter 2 an in-depth review of the probability theory necessary for a complete understanding of the proposed model, starting with basic probability concepts and moving on to the Normal Inverse Gaussian and Multivariate Normal Inverse Gaussian probability distributions, as well as the valuation of a European Option by Monte Carlo valuation is provided. In Chapter 3, two topics are addressed; first, a statistical analysis is performed to confirm that well-known LMP stylized facts, such as seasonality, volatility, and autocorrelation, are observable on MEM's day-ahead electricity prices. Second, Normal Inverse Gaussian (NIG) distribution capability to fit LMP logarithmic returns (Series Returns) is shown as follows: the Seasonal and Trend Decomposition Model (STL), NIG parameter estimation by Maximum Likelihood Estimation (MLE) of Series Returns, simulated NIG series generation from obtained parameters, and goodness-of-fit tests are performed to demonstrate NIG's distribution capabilities to fit and simulate electricity returns series. In Chapter 4, the European option pricing model employing Multivariate Normal Inverse Gaussian (MNIG) is proposed. In order to obtain the European option price for 28 days ahead on an hourly basis (672 hours ahead) by applying this model, each week hour is assumed to be a single independent asset, which produces 168 series for a single week. Four lagged log-prices for each hour are then obtained to be modeled employing MNIG distribution to perform Monte Carlo simulations and generate electricity lagged log-prices trajectories which then are employed to estimate the European option price for the 672 hours ahead by applying the European option pricing methodology. Results show that by applying this valuation model, electricity price correlation and seasonality are modeled by the employment of MNIG distribution, which simplifies modeling complexity and MNIG makes it possible to obtain a correct European option price valuation for each of the forecast values. Finally, the research conclusions are presented in Chapter 5.
- Emotional intelligence, local brands, and brand coolness: Unveiling the dynamics of consumer responsibility in sustainable consumption(Instituto Tecnológico y de Estudios Superiores de Monterrey, 2024-09-09) Agredano González, Carlos; Toldos Romero, María de la Paz; emimmayorquin; Alvarado Herrera, Alejandro; Escuela de Graduados en Administración y Dirección de Empresas; Sede EGADE Estado de México; Rialp-Criado, JosepThe study of consumer behavior is a fascinating yet complex subject in both marketing literature and human psychology. Recently, there has been a heightened interest in sustainable consumption and consumption patterns have affected serious environmental issues, causing us to question whether making these conscious and responsible decisions will impact how we perceive brands and influence future consumer purchases. To respond to this question and based on the signaling theory (Erdem and Swait, 1989) and the theory of planned behavior (Ajzen, 1991), three scientific studies were elaborated to empirically prove the relationships between variables with a methodical basis that can conduct responsible behavior while making stronger brands. The manuscript presents three studies that aim to identify the antecedent variables that explain consumer decision-making in the relationship between consumer responsibility for sustainable consumption and local or global brands, specifically, the objective is to understand the factors that influence this behavior. Firstly, the role of emotional intelligence and flourishing in predicting consumer responsibility for sustainable consumption was examined, and the relationship between these variables and the mediating effect of personal norms, and frugality. Secondly, the study examines how consumer responsibility for sustainable consumption can affect the likelihood of purchasing local brands, the mediation role of local brand attitude and local brand as a social signaling value, and how these relationships are moderated through materialism and ethnocentrism. Lastly, it was presented the impact of the perceived local or global brand on how cool those brands are. In the findings for studies one and two, PLS structural equation modeling was applied to a representative sample of 430 respondents from an online survey in Mexico. This study demonstrated that emotional intelligence has a positive impact on individuals' flourishing, and personal norms and frugal behaviors play a mediating role that positively influences consumer responsibility for sustainable consumption. The second study explored the consumer responsibility for sustainable consumption and its positive direct and indirect effect on local brand purchase likelihood through the mediation of local brand attitude, and local brand as a social signaling value and the moderation role of materialism and ethnocentrism in those direct and indirect effects. In the last study it was applied PLS structural equation modeling and a multigroup analysis, to evaluate the impact of perceived local and global brands on brand coolness and how this perception is affected by their attitude toward a global or local consumer culture in retailers’ brands. A multinational survey was used to collect information from the United States, Australia, and Mexico. Businesses, brand managers, and policymakers should prioritize these factors in marketing strategies to enhance local brand visibility and influence consumer behavior positively and responsibly. The initial investigation offered insights into the antecedent factors driving responsible and sustainable consumption. The findings in second study, enhance the understanding of how to develop effective local brand marketing strategies from the perspective of construal level theory, and this is particularly relevant when targeting consumers who have a strong sense of personal responsibility and prioritize sustainability, providing managerial implications on how to promote consuming locally, thereby promoting responsible consumption. These results suggest that adopting a glocal strategy can benefit retailers seeking international growth and enhance their overall coolness factor.
- The impact of digital transformation and value capture on business models(Instituto Tecnológico y de Estudios Superiores de Monterrey, 2023-10-31) Díaz Crespo, Regina Gabriela; MONTALVO CORZO, RAUL FRANCISCO; 83426; Montalvo Corzo, Raúl Francisco; emiggomez; Escuela de Graduados en Administración y Dirección de Empresas; Sede EGADE Santa Fe; Amorós Espinosa, José ErnestoIn awareness of the importance that Digital Transformation (DT) has gained in Mexican companies in recent years, as well as the concern of Business Models (BM) in capturing value, the purpose of this thesis is to answer the question: What is the impact of Digital Transformation and value capture on business models? Five research projects have been developed in Mexico to answer this question. The first research work consisted of a systematic literature review in order to identify relevant opportunities for this research, which is explained in the first chapter of the thesis. Derived from this first research work, the following four research papers were developed. The second chapter addresses the adoption of the digital transformation of corner stores promoted by large companies. Through the application of in-depth interviews in corner stores resulted in an urgent call for large companies to unify strategies to promote the DT of the front desk with customers. The third chapter includes an analysis of the sustainability reports of large companies, in which DT actions to achieve sustainability are identified. Concluding that investment in digital transformation actions promote the sustainability of businesses and the permanence of business models. A successful business model considers satisfactory customer experience as a pillar in its development. Which motivated the fourth paper, focused on investigating how artificial intelligence is perceived in customer service. It was through surveys that we investigated whether the implementation of chatbots improves the customer experience, findings show that it will depend on the purpose of the chatbot, the age of the customer and the level of education. With the purpose of sharing experiences of Mexican companies in the implementation of DT projects, a fifth research paper is included explaining why digital transformation projects fail in companies. This work was carried out by conducting interviews with Project Managers (PM) and experts in DT projects implementation. This work is original since it is developed in Mexico, has different research methodologies and has managerial implications that are mentioned in each research paper. There are undoubtedly great opportunities in the research of DT, since it is a topic with many edges, and this thesis only covers some of them.
- Price communication in retail: effective strategies for sustainable customer satisfaction and business growth(Instituto Tecnológico y de Estudios Superiores de Monterrey, 2023-11) Guzmán Martínez, Francisco Jesús; GUZMAN MARTINEZ, FRANCISCO JESUS;*CA50227; Orozco Gómez, Ma. Margarita; emiggomez; Hernández Zelaya, Sandra Lizzeth; Escuela de Negocios; Campus Santa Fe; Osorio Andrade, María LucilaPrice communication, a focal component of retail marketing, plays a critical role in shaping consumer perceptions and purchase behavior. The research delves into various aspects of price communication, including pricing strategies, promotional tactics, and their impact on consumers’ willingness to buy. This thesis explores the multifaceted realm of price communication within the retail industry, with a primary focus on elucidating effective strategies that engender sustainable customer purchase intentions. This thesis is presented in the format of three academic papers, each of which has specific and particular objectives: 1) Investigate the strategies and techniques that businesses and organizations employ to effectively navigate the complex economic landscape characterized by inflation; 2) explore the role of emotional factors within price cues that are influencing consumers' purchase decisions; 3) Investigate and analyze the dynamics and impact of limited time offers as a pricing strategy in the retail industry. Paper 1 eluded diverse approaches adopted by businesses for proficiently disseminating inflation alterations, the research first scrutinizes existing literature and subsequently presents the outcomes of executive interviews and comprehensive analyses of global corporate pricing and sales promotional strategies. The results underscore the significance of forthright and anticipatory communication as a means to uphold customer trust and alleviate adverse perceptions. Paper 2 discovered that the emotional side of pricing assumes pivotal significance in understanding consumers' responses to pricing cues due to its substantial influence on consumer behavior. The results that presenting promotional pricing alongside regular pricing significatively increases willingness to buy (WTB), this relationship holds notable importance within the emotional and monetary dimensions, exhibiting heightened salience for hedonic products, thereby fostering a positive impact on WTB. Paper 3 delve into the retail pricing strategy of time-limited offers and its potential implications for market competitiveness. Economic theory posits that these offers could discourage consumers from conducting price comparisons, potentially resulting in less competitive markets. Results showed that using strategies of limited time offers significantly increases the willingness to buy, mainly influenced by the reactance theory in an opposite way. The findings yield valuable insights into the dynamics of time-limited offers within the context of retail pricing strategies.
